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Many digital publishers use third-party trackers. We study the forces driving the publishers' choice to use trackers, theoretically and empirically. By collecting information on consumers across outlets, trackers provide valuable information to the advertisers about multi-homing users. In turn, publishers benefit from increased advertiser demand. However, the tracker may also leak highly specific information on multi-homers and use it to help advertisers on competing publishers. We test the model's predictions using a unique dataset that covers a large number of publishers and their use of first- and third-party tracking technology. Preliminary results suggests that our theory is consistent with the data Show more
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SubjectAdvertising; Trackers; Privacy
Organisational unit02525 - KOF Konjunkturforschungsstelle / KOF Swiss Economic Institute
03988 - Köthenbürger, Marko / Köthenbürger, Marko
NotesConference lecture on 30 November 2018.
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